Annual LGBT festival Pride in London has launched its 2023 campaign to celebrate this year’s event. ‘Never March Alone’ will be centred around offering support and allyship to the trans community.
Devised by creative agency TMW Unlimited, the campaign showcases a series of touching portraits of trans people alongside their queer allies.
Fundamentally, the campaign hopes to portray trans people in an authentic light, as genuine individuals – as opposed to simply the marginalised minority that they are so often seen as.
The campaign follows the results of a recent study carried out by Involve, with 74% of respondents believing that depictions of trans people are either negative or highly negative.
“Given the appalling treatment of our trans and non-binary siblings by politicians and the media, it was clear that this year’s campaign had to focus on emphasising the support of the LGBTQIA+ community,” Pride in London director of marketing, Tim Noblett said.
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“The way that TMW Unlimited, Getty Images and all of the production team have brought this life has been a joy to watch. Talented, collaborative, proudly and defiantly queer, the group of people who have created this campaign encapsulate everything that Pride should be about. We hope that it can play a small role in bringing about a change that this country urgently needs.”
Pride in London’s portraits will also look to dispel the lack of everyday visibility experienced by trans people, Getty Images’ VisualGPS consumer research suggesting that half of all people have rarely or never seen trans people in normal, everyday settings, with 49% having never seen them experiencing joy.
This year’s Pride in London parade will be held on 1 July. A hero film produced by trans video firm My Genderation is also set to be released soon.
TMW Unlimited head of planning, Paul Dazeley added: “We were immediately inspired by the opportunity to leverage Pride in London’s platform to elevate the voices of trans people and their allies. At a time when such authenticity and honesty is badly needed, I’m so grateful for the generosity of everyone involved for sharing their beautiful stories.
“Throughout the campaign, we’ve all learnt a lot by collaborating so closely with people from the trans community. Their creativity has inspired us to push for greater diversity within our industry: only by continuing to break down barriers will our industry be able to tell meaningful stories that reflect society today.”
